Consumer behavior features of youth in uzbekistan and the main factors that changed it

CONSUMER BEHAVIOR FEATURES OF YOUTH IN UZBEKISTAN
AND THE MAIN FACTORS THAT CHANGED IT


Sanjar Anvarovich Choriev
Doctor of philosophical sciences, professor, Social Sciences Department head of Karshi State University, Uzbekistan
[e-mail]


Dilshod Murodovich Khudoyberdiev
Social Sciences Department teacher of Karshi State University, Uzbekistan
Abstract
The article is dealt with the peculiarities of consumer behavior of youth in Uzbekistan and the factors that change these characteristics. According to the authors, these features are associated with the fact that young people that are in the process of formation of consumer behavior, instability, variability of the principles applicable to the selection of consumer products, maximalist nature, skepticism, innovation. The characteristics of consumer behavior of youth change under the influence of family environment, social roles, occupation, and lifestyle. It reveals that the consumer behavior of young people in Uzbekistan today has a special character due to the country's integration into the world community, economic growth, media development, increasing attention to foreign literature and art, the transformation of spiritual culture into consumer and commercial products. Consumer behavior, youth consumer behavior content, youth consumer behavior characteristics, youth consumer behavior criteria, youth consumer behavior changing factors as well as period characteristics will have different meanings according to the country in which they live. Nevertheless, it is possible to express the common features that constitute the content of consumer behavior in youth.
Keywords
Consumer behavior, youth consumer behavior content, youth consumer behavior characteristics, youth consumer behavior criteria, youth consumer behavior changing factors.


Introduction
New trends in the world that took place in the second half of the XX century - the beginning of the XXI century have led to the establishment of a consumer society. Global economic growth, the development of postmodern marketing communications, the globalization of doctrines that motivate the individual to consume have made consumption a higher value for the individual. The social factors that motivate people to consume have also affected the consumer behavior of the youth. Moreover, social processes and trends have radically changed the perceptions of the youth about consumption and attitudes towards consumption more than other social groups. There are reasons for this, of course. Young people are a social group that tends to immediately adopt new trends and processes in society, innovations. Therefore, changes in the consumer market in the post-industrial society, innovations in the factors and methods of marketing communications, ideas and teachings that encourage the individual to consume and enjoy, were first actively perceived by youth, leaving a mark on their spiritual image, especially consumer behavior. In this regard, it is becoming increasingly important for today's youth to identify the content and forms of consumer behavior, to study the causes and consequences of change in the scope of special research.
In the course of our research in this area we have set ourselves the following tasks and tried to accomplish them:
a) to identify the main characteristics of youth consumer behavior through the analysis of scientific sources on the problem;
b) to work out criteria that allow to classify consumer behavior of youth;
c) to identify factors influencing consumer behavior of youth in Uzbekistan.